Consider two scenarios. a) You go out to a party, by yourself, with the sole intention of meeting someone you can take home, or ask on a date. or b) your friends think you need a girlfriend or boyfriend, and drag you out to a party and try to get you to meet people and facilitate it that.
Scenario (a) is a relatively uncommon occurrence with, what I assume to be, a lower success rate than (b). Unfortunately, all successful dating sites thus far are almost perfectly analogous to (a).
The differences between the two situations are pretty big because of the countless nuances that make people just generally seem more sociable when they're being social compared to when they're sort of trying to be social.
In a sense, this introduces the concept of a good wingman into the online dating scene.
Beyond that, I think by having other people manage your profile, you're taking away some of the stigma associated with dating profiles. Among them that they can become very self-important, uncomfortably personal, and come with a certain level of expectation of being honest. By making everything second-hand, you have to be more realistic in your evaluations of people's profiles.
Moreover, I think it dampens the 'desperation' factor. I think this is also a lesson we can gain from the analogy in my second paragraph.